Twix Enters the NFT Space
Mars Wrigley Confectionery’s Twix entered the non-fungible token (NFT) space with the recent launch of Left Twix and Right Twix digital art pieces via NFT platform MakersPlace.
Twix collaborated with Australian artist, illustrator and graphic designer YeahYeahChloe to create the NFT art pieces, dubbed "Left NFTwix: Lord of the Left" and "Right NFTwix: Ruler of the Right," which the brand described as “two seemingly identical pieces of art that are verifiably different” thanks to blockchain technology and a long-standing joke created by the brand’s marketing strategy team in a recent media release.
Both pieces were designed to showcase how the made-up personas of Left and Right Twix “believe they are of the highest nobility,” per the release. The Left NFTwix depicts the crowned Twix sitting on a gold-and-crimson chair with its left leg kicked up between two distinct vertical-striped banners and under a “celestial window view.” The Right NFTwix presents Right Twix kicking its right foot up on a crimson-and-gold throne with matching tapestries, under a moonlight vista.
YeahYeahChloe said she draws inspiration from finding belonging in connections with “everyday objects,” like Twix, in the release. "I wanted to showcase these two same, but different, unique NFTs of the classic chocolate bars in their truest forms."
The limited-edition art pieces dropped on MakersPlace at 6:30 p.m. on Oct. 20. Each was priced at $200 and available for purchase for only 24 hours. The end of the sale closed with 29 editions of the Left NFTwix sold to 28 collectors and 27 of the Right NFTwix sold to 25 sellers. The collector with the most purchased editions of the artwork with the highest total sales was also gifted a year's supply of Twix.
Additionally, Twix showcased the digital art (sized 1000 x 1000 pixels, 4.5 MB, video) on Oct. 15 and 16 at Candytopia 2021 in Atlanta.
Twix plans to donate the net proceeds of the sales to an organization that supports digital arts education and the carbon emissions from the sale and minting of each NFTwix edition will be offset twice, as a way to align with Mars' sustainability goals, including its recent net-zero promise.
"As a brand that sees the uniqueness in everything, even things that appear to be the same, it was only natural for us to create NFTs to celebrate the joyful rivalry of Left Twix and Right Twix," said Michelle Deignan, Mars Wrigley senior brand director, in the release. "We look forward to seeing which side will reign, all while creating better moments and more smiles in support of digital arts education."